Mr Fitzgerald has stressed affected areas are contained to a small portion of the destination.

Less than a week into his new role and Tourism Tasmania’s chief executive John Fitzgerald has taken on the responsibility of assuring travellers it is still safe to visit non-affected areas of the State.

Although fire-fighters continue to battle blazes and police search for up to 100 missing people in the fire zone east of Hobart, Mr Fitzgerald has stressed affected areas are contained to a small portion of the destination and Tasmania “is still open to visitors”.

“In many areas it is business as usual,” he said.

Striking during the “all-important” peak holiday season, Australian Tourism Export Council (ATEC) managing director Felicia Mariani added it was “vital” for travellers to keep their travel plans into non-affect areas of the state to assist with post-fire rehabilitation.

“Tourism remains one of the leading drivers of the State’s economy and this is the most critical time for tourism operators across the State," she said.

According to ATEC, non-affected members of the tourism industry have gone beyond their regular duties, responding to calls of aid in evacuation shelters, ferrying stranded groups to safety and assisting Emergency Services.

“It’s in these times of crisis that the true Australian sprit comes to the fore; and nowhere has this been more evident than in the towns and villages of Tasmania who have put aside their own welfare and interests to assist those in need – both locals and visitors alike,” Ms Mariani said.